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NEW YORK

Beef Council

Annual

Report

2017

DEAR FELLOW DAIRY AND BEEF PRODUCERS,

There is so much to say that it would take a large book to express all that I

wish to write about the New York Beef Council (NYBC), so I will cut it short by

telling you a few things you need to know to fully appreciate NYBC’s impact

on the Beef Checkoff. First and foremost, there is a tremendous amount of

effort being put forth to help NY State dairy and beef producers sell more beef

to consumers. Second, all this is achieved by the staff at the NYBC, which is

considered one of the best in the country. The NCBA national publication,

National Cattlemen, features monthly NY staff activities and programs. If you

do not receive this publication I would encourage you to go to

nybeef.org

and

read about all that our NY staff is doing to help promote beef to the 19.6 million

consumers in NY State.

On the national front, we have numerous NY individuals applying for positions

of influence on committees that will affect beef production and sales. Currently

I serve as a Director on the Cattleman’s Beef Board and have a seat on the

Export Committee, whose purpose is to increase international beef sales.

And lastly, you also need to know that this effort is being done with only one

third the dollar value compared to when the Beef Checkoff Program started in

1986. What is amazing is for every single dollar that is collected in the checkoff,

we have a return on that investment of $11.20.

I highly encourage everyone to make themselves aware of the NYBC programs

and get to know the NYBC staff in the coming year.

Rich Brown, Chairman

My phone number is 315-406-5335 and I welcome your calls.

FRESH PARTNERSHIPS BRING NEW

ENTHUSIASM TO AWARD-WINNING

“MEAT YOUR BEEF” TOURS

Each year NYBC embarks on a four-day trek across

New York State partnering with farms from near NYC

to Buffalo to host educational tours for influencers

including retail, food service, chefs, and dietitians.

These tours are made possible through continued

checkoff support from the South Dakota Beef

Industry Council. This year two ranching couples

from South Dakota joined us to provide additional

insight to tour attendees on larger scale production

in high producing cattle states. This year’s tours

also featured a new “pre-tour” educator’s session

made possible through partnership with New York

Agriculture in the Classroom staff. A new focus was

put on promoting the tours to educators and sharing beef lesson plans that

could be easily incorporated into classroom curriculum. Over 40 educators

attended these sessions throughout the week. Tour attendees had a 75%

increase in confidence about management and prevention of animal disease

and over 60% increase in confidence relating to what animals eat and the

sustainability of beef after participating in the tour.

DIETITIANS CELEBRATE 100 YEARS

The Grill for Goodness Burger for Health Cook-off was a beef cooking contest

for RDs in New York. It kicked off the 100th anniversary of the New York State

Academy of Nutrition and Dietetics (NYSAND) celebration at Lake Placid. RDs

added their creative talents and nutrition twists to a classic American burger.

There were five teams dishing up five different, original, juicy and delicious

burgers, each packed with protein, iron and zinc. The cook-off demonstrates

that a wholesome beef burger fits well in a healthy diet.

NY MISSION:

To enhance

the lives of consumers by

connecting them with BEEF.

NYBC HOSTS INAUGURAL

DIETETIC INTERN SUMMIT

The October Intern

Leadership Summit

was enthusiastically

attended by six dietetic

internship college

programs - Syracuse

University, Buffalo State

University, D’Youville,

University of Buffalo,

Sage College and SUNY Oneonta. There were 30 program

directors, interns and two RD media representatives of the

New York State Dietetic Association who attended the 2-day

immersion event. Day one explored beef production with

farm tours at Wilson Beef Farm and Wooded Acre Farm. On

day two, the attendees received intensive media training

on the new Beef WISE research and cooked nutritious beef

entrees with various beef cuts. The outcomes were very

positive. The favorable view of farm production increased

from 35% to 52% and those who would recommend beef as

likely as other proteins jumped from 52% to 79%.

SOCIAL INFLUENCERS

SHARE BEEF’S STORY

While the days of billboards and

traditional media ads are gone,

there is no lack of beef promotion.

It has just been refocused to

where the consumers are: on-

line. Some of the beef industry’s

strongest and most influential

advocates are social media

influencers. These influencers

have an extensive network and

even more powerful relationship

of trust with their consumer followers. Our messages can be

one click away from being seen by hundreds and thousands

of consumers when shared by a food blogger. Over the

last year NYBC has developed a variety of opportunities

to engage, educate and create partnerships with social

media bloggers in an effort to extend our messages and

learnings. A spring Meat Retreat in NYC allowed attendees

to strengthen their butchery skills, while also learning about

beef production, labeling and beef nutrition. This fall, for the

second year, NYBC hosted a two-day beef immersion “farm

to fork” experience with beef presentations by Sara Place,

Ph.D., Senior Director, Sustainable Beef Production Research

at NCBA and Dawn Caldwell, NCBA’s Federation Vice Chair.

Finally, these partnerships led to the Federation-funded 1-1

Tours. The 1-1 Tours allowed an elite handful of bloggers the

opportunity to spend an afternoon with a beef producer on

the farm, allowing candid, transparent conversations about

beef production and livelihood followed up with an on-farm

dinner with family and friends. All these events resulted in

blog posts, new recipe development and increased credibility

of NYBC as a trusted resource on all things beef. The three

events had a total of 3.1 million impressions through social

influencer engagement.

2017 BOARD OF DIRECTORS

Rich Brown, Chairman, Cattlemen’s Beef Board

Ken Krutz, Vice Chairman, At Large, Auction Markets

Glenn Taylor, Secretary/ Treasurer, New York Farm Bureau/

Dairy

Jennifer Hammond, New York Beef Producers Association

Alana Welker, New York Beef Producers Association

Steven Walker, Northeast Dairy Producers

Jurian Bartelse, New York Veal Growers

James Lane, At Large, Retail

Jessica Ziehm, At Large, New York Animal Agriculture

Coalition

Dr. Mike Baker, Ex-Officio, Cornell University Beef Cattle

Specialist

Brenda Bippert, Ex-Officio, New York Beef Producers

Association Executive Secretary

STAFF

Jean O’Toole, Executive Director

Cindy Phillips, RD, Director of Nutrition Education

Katherine Brosnan, Director of Industry Relations and

Consumer Promotions

Denise Jones, Administrative Assistant

PO BOX 250, Wesmoreland, NY 13490

315.339.6922

Stay Up-To-Date on NYBC activities,

subscribe to our monthly e-newsletter

at

nybeef.org

New York Beef Council

New York Beef Council

nybeef

New York Beef Council

@NYBeefCoach

@NYBeefNutrition

FY 2017 Revenue

Check-off assessments................................................ $679,817

Less Remittances to state of origin.................................49,473

Less Remittances to Beef Board. ................................... 315,172

Net assessments........................................................ 315,172

Interest. ................................................................................ 355

Other .............................................................................. 220,713

Total revenue...........................................................536,240

FY 2017 Expenses

Promotion.......................................................................227,863

Consumer information....................................................162,331

Industry information.........................................................37,995

Producer communications.............................................. 29,409

Collection and compliance............................................... 22,141

Total program services................................................... 479,739

Administrative expenses................................................. 45,540

Total expenses......................................................... 545,430

FY 2017 INCOME & EXPENSE STATEMENT

OCTOBER 1, 2016-SEPTEMBER 30, 2017

Photos from the Central NY tour

hosted at Erin Hull’s operation,

Lucky 13 Beef, in Tully, NY